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Date: 2014
Subject Keyword: 150500 Marketing
Language: eng
Resource Type: journal article
Identifier: http://hdl.handle.net/1959.14/321638
Description: This paper applies Gestalt psychology and associative network theory to examine the effect of eclipsing in celebrity endorsement on consumer attitude towards the endorsed brand. Eclipsing occurs when ... More
Reviewed: Reviewed
Date: 2014
Language: eng
Resource Type: journal article
Identifier: http://hdl.handle.net/1959.14/303252
Description: This research furthers our understanding of brand authenticity by conceptualising and measuring relational authenticity as brands being true in their relationships with consumers. We develop a scale t ... More
Reviewed: Reviewed
Date: 2013
Subject Keyword: 150500 Marketing
Language: eng
Resource Type: conference paper
Identifier: http://hdl.handle.net/1959.14/262549
Description: This research adapts appropriate sections of the Authenticity Inventory from the psychology literature to develop a scale to measure consumer perceptions of celebrity brand authenticity. The results s ... More
Reviewed: Reviewed
Date: 2013
Subject Keyword: 150500 Marketing
Language: eng
Resource Type: book chapter
Identifier: http://hdl.handle.net/1959.14/272695
Description: 12 page(s)
Date: 2013
Language: eng
Resource Type: journal article
Identifier: http://hdl.handle.net/1959.14/216837
Description: This study examines the effect of irrelevant information presented in marketing communications by a celebrity co-branding partner on consumer judgments of a partner brand. Three experimental condition ... More
Reviewed: Reviewed
Date: 2013
Language: eng
Resource Type: journal article
Identifier: http://hdl.handle.net/1959.14/231971
Description: Purpose - Relationship marketing (RM) studies have produced a range of conclusions which are attributed to the different exchange contexts, strategies and constructs used for analysis. This study expl ... More
Reviewed: Reviewed
Date: 2013
Subject Keyword: 150500 Marketing
Language: eng
Resource Type: book
Identifier: http://hdl.handle.net/1959.14/214823
Description: Part I: Setting the scene: good reasons for behaviour change -- Chapter 1. Overconsumption and the pursuit of pleasure -- Part II. Live long and prosper: health and wellbeing -- Chapter 2. Battle of t ... More
Date: 2012
Language: eng
Resource Type: conference paper
Identifier: http://hdl.handle.net/1959.14/203564
Description: This study examines the effect of irrelevant information presented in advertisements by a celebrity co-branding partner on consumer judgments of a celebrity brand. Three experimental conditions manipu ... More
Reviewed: Reviewed
Date: 2012
Language: eng
Resource Type: journal article
Identifier: http://hdl.handle.net/1959.14/163368
Description: This study examines the impact of trust on relational exchanges between buyers and sellers in an international context. Trust is considered as two separate dimensions: cognitive trust and affective tr ... More
Reviewed: Reviewed
Date: 2012
Language: eng
Resource Type: conference paper
Identifier: http://hdl.handle.net/1959.14/203496
Description: Networks provide vital resources for any business but perhaps more so for entrepreneurial ventures. This paper uses the case of a successful Australian entrepreneur to explore the processes by which n ... More
Reviewed: Reviewed
Date: 2011
Language: eng
Resource Type: conference paper
Identifier: http://hdl.handle.net/1959.14/156385
Description: This study explores what consumers‟ value from celebrity brands for the evaluation of an actual campaign featuring Jerry Seinfeld as the endorser for the Greater Building Society. Using a laddering me ... More
Reviewed: Reviewed
Date: 2011
Language: eng
Resource Type: conference paper
Identifier: http://hdl.handle.net/1959.14/158288
Description: Entrepreneurs are catalysts for job creation, wealth creation and community development, so understanding their motivations is critical. But what motivates entrepreneurs to create social and economic ... More
Reviewed: Reviewed
Date: 2011
Language: eng
Resource Type: journal article
Identifier: http://hdl.handle.net/1959.14/143890
Description: This study examines consumer–celebrity attachment within multiple endorsement situations. A 2 × 2 factorial design manipulates attachment strength to the celebrity and endorsement situation while cont ... More
Reviewed: Reviewed
Date: 2011
Language: eng
Resource Type: journal article
Identifier: http://hdl.handle.net/1959.14/130655
Description: Purpose – The purpose of this paper's novel, research-oriented approach is to embed research-based activities in a core second-year course of a university business degree program to support and develo ... More
Reviewed: Reviewed
Date: 2011
Subject Keyword: 150500 Marketing
Language: eng
Resource Type: conference paper
Identifier: http://hdl.handle.net/1959.14/158885
Description: This paper explores the role of inter-organisational networks in the creative industries. We seek to ascertain the importance of inter-organisational networks in supporting innovation and internationa ... More
Reviewed: Reviewed